Scottish distillery Jura has revealed a new look with its first global travel retail-exclusive range of single malt Scotch whiskies.
Jura noted growth in travel retail which has seen the brand positioned in the category’s top five in European and Middle Eastern markets.
Its innovative new Jura Sherry Cask Collection of four single malt whiskies is said to be the only travel retail range enhanced in Pedro Ximénez sherry casks. Jura said the range marks the introduction of a new signature style for the brand.
The four whiskies combine Highland and Isle of Jura styles and are matured in American White Oak ex-bourbon barrels. Flavours are further enhanced by selected sherry casks that previously held Pedro Ximénez for 15, 20, 30 and 40 years.
Bottle labels feature photographs of the Isle of Jura’s local landmarks. A taller, more elegant bottle shape, and a sturdier, more premium and contemporary carton design, aim to offer greater shelf stand-out.
The collection will roll out globally from April 2018.
Jura Global Head of Brand Kirsteen Beeston said: “Jura has been making real headway in the travel retail channel and we felt the time was right to commit more focus here and create a dedicated exclusive range.
“This introduction not only reflects the strength of the Jura brand, but also our commitment to brand growth, investment and enhancement through stronger brand communications, new, distinctive premium packaging and fundamentally an innovative and remarkable signature style of whisky. This is Jura’s time and we intend to seize this opportunity with vigour.”
The four expressions in the Jura Sherry Cask Collection are:
- The Sound (42.5%ABV, 1L RSP £45.00 US$60) is finished in 15yo Pedro e Pedro Ximénez sherry casks. The gold-coloured spirit offers aromas of hazelnuts and orange, caramel fudge to taste and black forest fruits to finish.
- The Road (43.6 ABV, 1L RSP £60.00 US$80) is enhanced with a finish from 20yo Pedro Ximénez sherry casks.
- The Loch (44.5%ABV, 70cl RSP £70.00 US$94) is finished in casks from a 30yo Pedro Ximénez. Mahogany coloured and offering a treacle aroma, baked apple on the palate and a finish of cracked pepper.
- The Paps (45.6% ABV, 70cl RSP £85 US$114) is a 19yo single malt, enhanced in casks from a 40yo Pedro Ximénez. Its colour is deep mahogany gold; aromas of ginger cake and vanilla, spiced pear to taste and roasted walnut to finish.
According to Jura, the ascending ABV enables the character to evolve and develop, and impacts on the taste experience and mouth feel.
